Oppo looks to invest in Indian mobile Internet startups

Oppo’s moves mirror the steps taken by companies such as Micromax and Xiaomi, which have invested in mobile internet companies to offer services.Danish Khan | ET Bureau | May 09, 2017, 10:26 IST

Oppo is looking to invest in Indian mobile Internet startups to integrate third-party services with its operating platform and app store as the Chinese handset maker looks to deepen its presence in the country with an eye on dethroning Samsung from the top spot.

“We have an investor department in China, and they look for mobile internet start-ups and companies to invest in. It is managed at the group level. We are looking for similar companies or start-ups in India,” Will Yang - brand director, Oppo India, told ET.

Oppo’s moves mirror the steps taken by companies such as Micromax and Xiaomi, which have invested in mobile internet companies to offer services that can differentiate their products in a crowded and commoditised smartphone market.

This would help Oppo offer more localised products and services in a market where it has already made a splash, rapidly climbing to the No. 4 position among smartphone players by shipments with 10% market share at the end of January-March quarter, according to Counterpoint Research. Samsung continued to lead the market with 26% share.

“We aim to achieve either no 1 or No 2 position in India. Our aim is to compete with Samsung and no other brands,” Yang said.

Oppo has snatched market share from incumbent Indian handset makers as well as global players like Samsung with aggressive marketing. The handset maker, which recently won the rights to sponsor India’s cricket team, is also looking at properties beyond entertainment and cricket in India to enhance brand awareness.

“Our market budget is flexible and is related to properties. If we have new properties in the next quarter, we can add some money to it,” the executive said.